Planning for Participation in Fairs and Exhibitions
Each country has its period of Fairs and Exhibitions, for example in Argentina is from September. The companies make major investments to participate in them, but are they really useful these shares?, Is the profit?, Do you get the expected return?.
Let’s go party. Is it useful to participate in fairs and exhibitions?. Yes, very useful, since the only fact we can be present: Building a brand image, keep the relationship with customers and suppliers, see who they are and what our competitors are doing, updating knowledge and novelties are occurring in the sector, among other things.
But getting the desired performance and return on investment will depend on how prepared we are at the time of the event.
The idea is to start the year, or half of the year if you prefer, doing a survey of fairs and exhibitions held in our industry, that of our customers, and all that may be of interest to our business. You will be surprised on the amount and variety of exhibitions currently taking place. Once we have the list, there are several websites where you can get the information, which we see in our interest to participate and put up a schedule according to our budget, convenience and possibilities.
So it is interesting to planning at the beginning of the year or the previous year even as advance contracting allows places and get better prices. If we participate in events abroad, in Argentina, we can use Expor. Ar foundation to help us. Each country has an organization dedicated to providing such assistance.
While buying the stands think of the practicality and the public with whom we will meet. Buy the same size and layout will allow us to use a detachable stand resettable, thereby cutting costs further.
We think what we want to communicate with each entry. Based on this work will develop the strategy, for example: if we want to publicize a product, we will include investment in all the elements for tasting or testing it, also need promoters and place them in one place stand that does not disrupt the normal functioning.
Consider also if necessary put together another area for sales of other products. If, however, our goal is to gather information about current and potential customers, we set up a cozy place to sit and talk. Do not forget to take into account the design of brochures, folders, institutional, business cards and all those media that required as part of the image of your company.
But these actions the most important point to remember is that the work does not end when we disarm the stand, if not that just begins the hardest part, where we analyze the outcomes, process data and start a monitoring strategy, loyalty or sales if necessary.
Fairs and exhibitions are an excellent showcase to demonstrate our firm and its qualities, not throw it away leaving everything to the last minute.
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